Exploring the Rejuvenation of Maotai Marketing Strategy in the Context of New Media
Lin Huang
DOI: https://doi.org/10.59429/pmcs.v5i6.1229
Keywords: rejuvenation; Maotai strategy; new media
Abstract
Chinese liquor brands are actively seeking ways to rejuvenate their brand marketing. With the rise of new media, liquor brands have also begun to pay attention to the consumption needs of young consumers and pay more attention to brand innovation and fashion sense. Therefore, liquor brands need to explore new brand marketing strategies to adapt to the needs of young consumers. Among them, new media is an important platform for brand marketing rejuvenation, including social media, short video platforms and e-commerce platforms. Brands such as Maotai have already enhanced their brand connection with young people by launching a series of youth-oriented marketing campaigns on these platforms. Through new media platforms, brands can build awareness, interact with consumers, and build brand loyalty. This paper will take Moutai as an example and analyze the problems and deficiencies of the rejuvenation of Chinese liquor brand market_x005fing strategy through literature analysis, case study and information research methods, aiming to provide suggestions for the rejuvenation of China’s liquor brand marketing strategy and summarize the experience to provide a feasible path for China’s liquor brands to enter the youth market. The aim is to provide suggestions for the rejuvenation of Chinese liquor brand marketing strategy, summarize the experience and then provide a feasible way for Chinese liquor brands to enter the young market.
References
[1] Li Yaxi. Research on ideological security work in colleges and universities in the new media era [D]. Nanjing:Nanjing Universi_x005fty,2018.
[2] ZHANG Jianyu,XU Yang,LI Jinzhe. Research on brand value assessment and enhancement path of liquor--Taking Wuliangye as an
example[J]. China Brewing,2021,40(10):231-234.
[3] SUN Jiayi,SONG Xiaoxuan,WANG Xinru,DING Jiahui. Analysis of the survival state of liquor brands on new media platform[J].
Finance,2021(12):61-62.
[4] SUN Yuwen. Research on False Communication Problems and Governance Countermeasures in Online Public Domain[J]. Sound
Screen World,2020(08).104-105.
[5] Zhanning. Integration of information technology and elementary school mathematics curriculum under the new curriculum standard[J]. New curriculum (comprehensive edition),2018(11):91.
[6] Zhang Yuchen. It’s time for liquor to go lower and younger[N]. Huaxia Wine News, 2022-01-18(A01).
[7] Du Zhengang. Research on marketing strategy of Ji Bei Chun wine industry under internet thinking [D]. Wuhan:Huazhong Normal
University,2017.
[8] Cao Quanhu. Research on Business Positioning of Shaanxi Yuhua Liquor Industry [D]. Xi’an:Northwest University,2012.
[9] Zhang Ting. Brand culture construction of liquor under the perspective of consumption stratification[J]. Business Culture,2021(28):41-42.
[10] Zhang Lin. Successful experience of foreign famous wine brand development and the inspiration to Chinese liquor[J]. Technology
and Market,2022.29(10):155-156+159.
[11] Wang Haobo. Innovation and application of Chinese brand design in the new media era[J]. Ginseng flower (above),2018(09):139.